Thanks for the invitation to pitch.
Everyone is very excited over this brief.
I’m reminded of the immortal words of
COCO CHANEL, “a girl should be two
things: classy and fabulous. yet “. Be
assured, I am going to do everything in
my power to make the grand old dame
of haute couture proud. The call is out
for a great gathering of the creative
clans to make sure these beauty tutorials
look absolutely, fabulously, insanely
It’s a challenging project as the final films
will appear on everything from phones to
laptops to media walls. But we’re quietly
confident of our capabilities of designing
this campaign to within an inch of its life
to assure it onscreen immortality. And
here’s exactly how we’re going to do it…
Beauty is the promise
The production objective is very clear. We are
going to produce a series of visually stunning
and beautiful tutorials that look modern, stylish,
inspirational and achievable.
We will deliver films that are fast paced and
gorgeous highlighting a mix of high end beauty/
model close ups cut with dynamic and colourful
slow motion textures to show off the new
powders, pigments and varnishes.
The clips will be simple enough to demonstrate
the tutorials yet visually very graphic with
multiple coloured overlays and supers. As well
as unorthodox split screen techniques, we
will also use mirrored and reflected images to
demonstrate pattern, design and precision along
with animated mattes to break the image into
split screens and the MAC design already used
on much of the beauty range would be a great
device for this.
Each tutorial will have it’s own feel but will follow
a similar narrative and edit style so that they feel
like a collection.
mirroring effect &
The most beautiful makeup of a
woman is passion.
But cosmetics are easier to buy.
DIRECTORI think on this job you are best served by Joe
Director who is a stills director/photographer.
Stills photographers are perfect for this kind
of work as shooting high-speed is essentially
capturing a ‘frozen moment’. A quick look at his
folio says more about his capabilities than words
Then to bring this alive, we would team him
with Jane Designer, currently Head of Design
in Production House London, where she not
only oversees the department output but also
designs, directs and art directs. She spent four
years working in Framestore’s Commercials and
Long-form departments as a Paint & Roto artist
and Flame operator before a move into Design
in 2003. She’s perfect for this job as she has a
passion for typography, detail and beauty.
High Speed Motion Control
As part of what we can bring to the production,
we want make it very clear that we drive
innovation and that we plan on doing something
very original. We’re in bed with the guys who
brought the first Bolt rig to the UK and this
project would be perfect for it; take a look at how
table top meets the matrix.
Playing with this phenomenal piece of kit means
that we can shoot the make up textures in 360
degrees diving completely around the explosions
and liquid splashes in real time. The films will
include explosive make up and a slick use of split
screen to bring them both together. Therefore
our high octane treatment of the core MAC looks
will be highly graphic and stylized with tight
close-ups on lips, eyes, face and nails. To finish
it off we have on of the planet’s top colourists to
make sure everything well and truly makes the
Finally a razor sharp, rapid fire edit will feature
macro shots of the product in packaging
alongside textural micro shots held together with
a spellbinding soundtrack.
tyre cutting through water
two tomatoes smashing into each other
a champagne cork popping
The tone and lighting of this job is simple:
sharp, bright, clean, crisp with fresh skin tones.
Emphasised by neutral tonality set upon a bright
white or light trench backdrop. This will allow the
essence of the MAC girl to shine.
We want to create a signature look for the
campaign that is all about simplistic beauty with
bright, bold colours juxtaposed with interesting
textures from our high speed visuals.
LOOKSaid seamless edit will carry us through each
scene but the secret to creating this commercial’s
signature style lies in blending three disciplines;
editing, SFX and high speed tabletop
photography. The colour and textures will get the
full shock and awe treatment at macro and micro
but with more class and finesse for the powders
and Canon for the nails:
CANON - “Bring Color To Life”
just look at the detail of the different liquids
mixing and blending onscreen – love that!
As a logo sign off I want to take the Dior ref:
LAZIZ HAMMANT - “Dior Tailleur Bar”
LOOK and completely up the ante with the help of
SPIKE motion control so that you’re just blown
away by the delicacy, passion and power of
the closing sequence. Now for a little screen
schizophrenia, I llike the aesthetic of VICTOR &
VICTOR & ROLF - “Flowerbomb”
and would combine that with the boldness of
NY TIMES - “Kruse”
Mix that in with a touch of KARL and the battle
for hearts, minds and eyeballs will be won.
The best thing is to look natural
but it takes makeup to look natural.
Let’s take a moment to meet Joe Grade. The number of
colourists of his caliber can literally be counted on the
fingers of one hand. In this business, he is the business
and a quick inspection of his reel will assert that so grab a
coffee, sit back and enjoy -
I won’t bore you with the groaning shelves of awards he’s won but would
point you to his work on Plan B’s “Stay Too Long”, directed by Daniel Wolfe
and the promos for the singles from their critically acclaimed album, The
Defamation of Strickland Banks. He was nominated for best Colourist at
the British Arrow Craft Awards 2012 for Guinness “Paint the Town Black”
and was also nominated twice at the MVA’S 2012 for Best Colourist for “No
Church in the Wild” by Jay Z and Kanye West and “Time to Dance” by
The Shoes. He’s the first choice for the industry’s most acclaimed directors
such as Daniel Wolfe, Ivan Zacharias, Romain Gavras, Vaughn Arnell,
Thirty Two, Nick Gordon, James Rouse, Rocky Morton, Vincent Haycock,
Michael Geoghegan and Tim Godsall…
And now he’s looking forward to working with you.
GUINNESS - “Paint The Town Black”
British Arrow Craft Award 2012
PLAN B - “Stay Too Long”
MVPA Awards 2010
JAY-Z x KANYE WEST - “No Church In The Wild”
THE SHOES - “Time To Dance”
Music is what emotions sound like. It’s also very subjective. Naturally
we want to create tracks that will furnish the visuals with the polish and
verve that reflect the MAC brand position. They way we like to work is
to have a lengthy discussion with client and agency with some initial
recommendations and then we brief a music production house in the early
stages of pre pro so that the tracks can emerge organically as a part of
the whole creative approach. For starters, I quite like the power pace and
sensuality in this beauty reel
DJANGO DJANGO - “Hail Bop”
and look forward to working with you as part of a collaborative process.
We are assembling the heaviest hitters in the business to create a blitzkrieg
of beauty that will blow the category away and reveal makeup in a majesty
it has never seen before.
Final thoughts are on the human touch. What is going to really give these
films a crowning glory is little touches of humour in the expressions the girls
pull: eyes lips, smiles, smirks, pouts and preens. We can shoot bunches and
bunches of these for use in the edit but instigating a human connection
with the models will make the films more engaging and elicit more smiles
from the audience and that’s what we want the films to deliver: a subtle
serotonin lift that translates into a richer instore and online experience.
The experience needs to be almost ethereal, think BBC http://www.
stuartgraham.tv/fx/paintingonthebbcartrevealed but with models and make
Suffice to say, the campaign’s realization needs to be detailed and precise
and the sooner we can start working on these details the stronger the
final films will be. Time spent in pre-production is never wasted. I’m ready
to move forward so please do not hesitate to contact us for any further